In the process of marketing our products or services, we must realize that the perception of outstanding varies dramatically in the minds of our customers. An exceptional product or service to one is economy to another, and the exclusive product or service to the other is outlandish to the one.
This fact allows us to provide products and services that vary dramatically in cost and dollar value and yet each is the very best for a particular clientele. It enables us to offer excellent products at various price points increasing the potential market in a given demographic area and yet not violate our standards of high quality.
The advantage of knowing this allows us to expand our market and grow our business without increasing our marketing volume. The words and graphics we use can attract a variety of clients all having the common thread of high quality in mind.
One word of caution, never mix product choices too strikingly! When your product selections seem exaggerated in range to your customers, your marketing could come across as misleading and will not bring the confidence we seek when building loyal customers.
Remember that “Outstanding Varies”.
